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EXECUTIVE FOCUS: MAX E. SORENSON, SENIOR VICE PRESIDENT ENGINEERING AND TECHNOLOGY GENEVA STEEL MAX SORENSON

VITAL STATISTICS

Age: 42.

Where born: Salt Lake City.

Family: Wife, Karin, and five children.

Education: Bachelor's degree in metallurgical engineering, University of Utah; master's degree in management, Purdue University.

Primary products: Plate, pipe and flat-rolled steel.

Primary markets: Geneva sells products in 42 states and four foreign countries.

Number of employees: 2,700. Sorenson directly supervises 67 employees.

PERSONALITY PROFILE

First "real" job: Earned money at age 12 as a paper carrier for the Deseret News and by mowing lawns.

Management style: Let employees know what is expected and provide candid feedback on performance. Look for innovative solutions. Making and keeping commitments is expected.

Strategy for success: Employee involvement at all levels is the cornerstone of successful steel operations in the future. Company and employee goals must both be satisfied, however, financial stability is a prerequisite.

A memorable failure: I went fishing for sea trout on the Outer Banks in Georgia with a big group of people. The only thing we caught was clams. Heroes: George "Tell-it-like-it-is" Romney, former governor of Michigan; baseball player Mickey Mantle; Edwards Deming, statistics guru.

Leisure activities: Boating, basketball, tennis and family activities.

Favorite book and movie: Books on economics and management.

Favorite movie, "The Sound of Music."